‘To complement Elton’s energetic performance on stage, we came up with a unique storytelling technique we referred to as Cinematic AR – a one-shot AR music video with guided camera control synced to the live performance that allows the audience to immerse themselves in the power of the moment.’
The background
To enhance the festival experience for the audience and pay tribute to NHS and frontline workers for their incredible efforts during the pandemic, we teamed up with Fuse, Elton John and BST Hyde Park’s official connectivity partner, Vodafone, to bring the music legend’s hotly-anticipated concert to life in AR.
The execution
Tied to one of Elton’s most iconic songs, ‘I’m Still Standing’, our time-synced Cinematic AR experience paid homage to the track’s famous music video and took fans on a journey through Elton’s incredible career, whilst also celebrating the unrelenting support of key workers during the pandemic. Fans could access the experience by downloading the ‘Elton John X Vodafone’ app on Android or iOS, then pointing their smartphone camera at the stage throughout the performance to enjoy the experience.
The AR sequence was triggered at the beginning of ‘I’m Still Standing’ thanks to a specific imperceptible frequency played out through speakers during the concert. This launched the start of the experience on users’ phones, allowing them to enjoy time-synced 3D content and animations including Elton running down a path of piano keys, riding on a double-decker bus with key workers, and even rising into the sky dressed in his iconic winged costume.
We shot eight hours of motion capture footage to create 12 different characters complete with costumes and animatics, and crafted 50 bespoke assets to feature in the Cinematic AR experience overall. Fans were able to make the memory last by also using the app to capture photos and videos of these AR moments to share with friends on social media after the performance.
The results
The AR concert took Elton John’s Farewell Yellow Brick Road tour to the next level, giving fans an experience they’ll never forget. It was amazing to see so many NHS and frontline workers enjoying the tech-led tribute and feeling so closely connected to the performance. We can’t wait to see how AR will continue to shape the future of live experience.
‘I’ve always loved to innovate with my performances and be as creative with the visual side of my shows as I am with the songs themselves. That’s why this Vodafone AR experience was so exciting tonight, and why I’m delighted to be able to dedicate it to our NHS and frontline workers. When you look at the first shows I did at the Troubadour back in the 70s, to what’s possible now, it’s completely transformed, and I’m fascinated about what this technology could mean for the future.’
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Release Date
2022-07-12
